Angeleye catwalk show; photo: Who
Angeleye catwalk show; photo: Who's Next

19 Nov. 2010


UK fashion event Pure London teamed up with French tradeshow Who’s Next and hosted the Middle East Fashion Days, a buying event in Dubai at the luxurious Madinat Jumeirah Hotel. From Oct. 19-21, they showed a mix of over 100 ready-to-wear and accessory brands. Regional and international retailers attended the event from Kuwait, Lebanon, Egypt and the UAE.

In addition, 15 designer brands like Angeleye, Mischa Barton, and Jones & Jones showcased their collections. Especially, Angeleye’s collection on the catwalk received an amazing reaction from the audience. “The catwalk went really well, it was such a success for us! We got a lot of positive feedback and interest from the show. It was good to get an insight into Dubai and the fashion market out there; we were also able to make some good contacts,” said Samantha Marchant, Sales and Marketing Executive of Angeleye.

On the third day, local fashionistas were allowed to shop at the event. This gave the brands an exclusive opportunity to present their collections to the end-consumer and test the market trends by the visitors’ reaction. Anastasia Buisman from Ashiana, an English accessories and jewellery brand, said: “The show gave us an insight into the Gulf and how business operates there. It’s about meetings and contacts and we did leave the show with some leads to follow up on.”
Shopping day during the Middle East Fashion Days; photo: Who
Shopping day during the Middle East Fashion Days; photo: Who's Next

Moreover, Lorna Hall, Senior Retail Editor of the fashion and style forecaster WGSN, hosted daily trend presentations that were highly attended. The seminars focused on how designers and brands that are new on the market, could better serve the customers’ needs from the Middle East.

Yasemin Kulen

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